7 Tips to Improve Your Sender Reputation
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  • 1. 7 Tips to Improve Your Sender Reputation Presenters: Carly Brantz and Paul Kincaid-SmithTuesday, April 24, 12
  • 2. Carly Brantz carly.brantz@sendgrid.com @carlybrantz Paul Kincaid-Smith paul@sendgrid.com @cyclingup #SGWebinarTuesday, April 24, 12
  • 3. “We will be known forever by the tracks we leave.” -American Indian Proverb #SGWebinarTuesday, April 24, 12
  • 4. What is Email Reputation? #SGWebinarTuesday, April 24, 12
  • 5. Why Should I Care About Email Reputation? #SGWebinarTuesday, April 24, 12
  • 6. Where Does Reputation Fit In? How Email Appears to Work Sender’s Outbox Recipient’s Inbox #SGWebinarTuesday, April 24, 12
  • 7. Where Does Reputation Fit In? How Email Actually Works Sender’s Outbox Recipient’s Inbox The Internet Recipient’s Mail Server Sender’s Mail Server (MTA) Anti-Spam Filter (MTA) #SGWebinarTuesday, April 24, 12
  • 8. Where Does Reputation Fit In? Sender’s Outbox Reputation Data Recipient’s InboxSender’s Mail Server (MTA) Feedback Loop The Internet Anti-Spam Filter Recipient’s Mail Server (MTA) #SGWebinarTuesday, April 24, 12
  • 9. How Can I Improve My Sender Reputation? #SGWebinarTuesday, April 24, 12
  • 10. #1: Minimize Complaints #SGWebinarTuesday, April 24, 12
  • 11. How do recipients complain? • Mark the message as spam via email client’s “This is Spam” button • Email a complaint to abuse@ • Submit complaints to 3rd party spam detection systems (e.g. SpamCop, Cloudmark Authority) #SGWebinarTuesday, April 24, 12
  • 12. Keep spam complaints low by: 1. Sending the right message 2. To the right person 3. At the right time 4. With the right frequency #SGWebinarTuesday, April 24, 12
  • 13. #2. Send Relevant Content “I have a hundred and seventy-three thousand, six hundred and eighty-two unread emails. You tell me what I have to live for.” #SGWebinarTuesday, April 24, 12
  • 14. Manage Expectations • Send a welcome message • Make it easy to unsubscribe • Make sure your emails are clear and branded • Use past interaction and sales #SGWebinarTuesday, April 24, 12
  • 15. #SGWebinarTuesday, April 24, 12
  • 16. #3: Send at a Consistent Volume #SGWebinarTuesday, April 24, 12
  • 17. Don’t mail too much... Or too little • Warm up your IP -- establish trust • Use the appropriate mail frequency • Be consistent • Erratic sending is a red flag • Transactional emails must be timely #SGWebinarTuesday, April 24, 12
  • 18. #4: Keep Bounce Rates Low #SGWebinarTuesday, April 24, 12
  • 19. What is a bounce? 1.Hard Bounce - Knock knock. Go away, don’t try again. 2.Soft Bounce - Knock knock. Come back later. #SGWebinarTuesday, April 24, 12
  • 20. Bounces affect reputation • Purchased lists often contain many defunct addresses. When spammers send to those lists, bounce rates are high • If your bounce rates are high, you may be mistaken for a spammer. #SGWebinarTuesday, April 24, 12
  • 21. Bounce guidance • Red flag if bounces over 10% • Keep bounces low by: - Regularly removing bounced addresses from your list - Find the right sending cadence #SGWebinarTuesday, April 24, 12
  • 22. #5: Stay Off Blacklists #SGWebinarTuesday, April 24, 12
  • 23. What is a blacklist? • Receivers use BLs to identify abusive senders quickly and cheaply • IP blacklists -- lists of IPs that spam • Domain blacklists -- lists of domains found in spam content #SGWebinarTuesday, April 24, 12
  • 24. How do I stay off blacklists? • Don’t send to purchased lists • Ensure your recipients want the email you send them • Use reputable ESP that provides you with clean IP addresses • Don’t get exploited by hackers -- system security is essential #SGWebinarTuesday, April 24, 12
  • 25. What do I do if I get blacklisted? 1. Identify the error that led to complaints or spam traps 2. Reform your sending practices 3. Petition for delisting #SGWebinarTuesday, April 24, 12
  • 26. #6: Avoid Spam Traps #SGWebinarTuesday, April 24, 12
  • 27. What is a spam trap? • An email address that doesn’t send mail but identifies spammers who send it mail • Two types of spam traps 1. Pristine 2. Dormant #SGWebinarTuesday, April 24, 12
  • 28. How do you avoid spam traps? • Don’t purchase lists • Ensure permission via confirmed opt-in • Segment your list by engagement #SGWebinarTuesday, April 24, 12
  • 29. #7: Let An Expert Do The Heavy Lifting For You #SGWebinarTuesday, April 24, 12
  • 30. Infrastructure Reflects Your Business • The way you send tells ISPs a lot about you • Infrastructure issues are easy to fix • Home grown systems are susceptible to problems • Common problems are around authentication and server configurations #SGWebinarTuesday, April 24, 12
  • 31. Why SendGrid? We make email delivery simple and easy for developers everywhere. #SGWebinarTuesday, April 24, 12
  • 32. What Our Clients Are Saying “Marrying the SendGrid Platform with SoftLayers offering in both Infrastructure as a Service and Cloud Computing really does give the customers the most robust, turnkey offering available to the market today.” “Their account management team is responsive and proactive, providing us with the space we need to focus on strategic plans, rather than day to day email management.” “We’re now enjoying email delivery rates of 96% and have saved thousands of dollars in engineering resources.” #SGWebinarTuesday, April 24, 12
  • 33. Key Takeaways #SGWebinarTuesday, April 24, 12
  • 34. Learn More • Upcoming Webinar: - “Tips and Tricks to Stay Out of the Spam Folder” • SendGrid’s Deliverability Guide • SendGrid’s Blog - www.sendgrid.com/blog #SGWebinarTuesday, April 24, 12
  • 35. Questions? #SGWebinarTuesday, April 24, 12
  • 36. Carly Brantz carly.brantz@sendgrid.com @carlybrantz Paul Kincaid-Smith paul@sendgrid.com @cyclingup #SGWebinarTuesday, April 24, 12